An Exploration of Motivations for Online Identity Reconstruction from the Perspective of Social Learning Theory

Abstract

On social network platforms, people may edit their photos and alter personal information to build an online identity that is different from their offline identity. The increasingly close connection between the online and offline world may have some impact on the behavior of online identity reconstruction. This study explored the motivations for online identity reconstruction with personal interviews. Sixty-five university students participated in this study. Data were analyzed by content analysis method. We identified that people may reconstruct their identity due to vanity, self-confidence, bridging social capital, enjoyment, detachment, privacy concerns, and conformity. The motivations were interpreted based on Akers’ social learning theory. It is found that people’s social network (e.g., the individuals/groups around them) can influence their motivations for online identity reconstruction. The use of mobile technology also facilitates online identity reconstruction. This study contributes to the research on online identity reconstruction by taking into account the influence of people’s social networks and the effect of online-offline integration, providing a better understanding of motivations for online identity reconstruction.

Keywords:

• Identity reconstruction
• motivation
• online-offline integration
• social learning
• social network

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the National Natural Science Foundation of China under Grant 72001097 and U2268209; the Education Department of Jiangxi Province under Grant GL20207 and JC20216; and Nanchang University under Grant QN202022.

Notes on contributors

Chuan Hu

Chuan Hu, Associate Professor at Nanchang University, China. His research interest includes online identity, social media, social e-commerce, and so on. His work has been published in journals such as Computers in Human Behavior, Information and Management, Behaviour and Information Technology, and so on.

Jiao Huang

Jiao Huang, Associate Professor at Jiangxi University of Finance and Economics, China. Her research interest includes online identity, online user behavior, social media, and so on. Her work has been published in journals such as International Journal of Human–Computer Interaction, Information and Management, Computers in Human Behavior, etc.